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Utilización del Análisis Conjunto para el estudio de las preferencias de los franquiciadores sobre el perfil de franquiciado/Using Conjoint Analysis to research franchisors’ preferences on franchisee profile

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  • RAMÍREZ HURTADO, J.M.

    ()
    (Departamento de Economía, Métodos Cuantitativos e Historia Económica. Universidad.Pablo de Olavide. Ctra. De Utrera, km. 1, 41013 SEVILLA.954 349 171)

  • GUERRERO CASAS, F.M.

    ()
    (Departamento de Economía, Métodos Cuantitativos e Historia Económica. Universidad Pablo de Olavide. Ctra. De Utrera, km. 1, 41013 SEVILLA.954 349 171.)

  • RONDÁN CATALUÑA, F.J.

    ()
    (Departamento de Administración de Empresas y Comercialización e Investigación de Mercados. Universidad de Sevilla. Avda. Ramón y Cajal, 1, 41018 SEVILLA.)

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    Abstract

    Franchising is a commercial system that arises as a result of the need of franchisors to expand with in a certain market. It’s crucial to make a selection between franchisees looking for specifi c characteristics. Otherwise, an error in the selection of franchisees will prompt their failure, additionally associated with a bad image of the brand and of the chain franchising, and consequently the franchisor’s failure. Hence, this study identifi es the best profile of franchisee in order to do the best selection according to specifi c characteristics. Three sectors are compared, i.e. cosmetics and beauty services, clothing products industry and hotel & restaurants. Conjoint Analysis methodology is used to research franchisor’s preferences about profi le of franchisee. La franquicia es un sistema comercial que surge de la necesidad de los franquiciadores por expandirse en un determinado mercado. Para ello resulta fundamental seleccionar a los franquiciados de entre aquéllos que presenten unas determinadas características. En caso contrario, una mala selección del franquiciado va a provocar el fracaso del mismo, con el consiguiente deterioro de la imagen de marca y de la cadena franquiciadora, lo cual a su vez puede provocar el fracaso del franquiciador en el caso de que la mala selección de franquiciados prosiga. En este trabajo se aborda el problema de identifi car las características que deben configurar el perfil de franquiciado para que la selección por parte de los franquiciadores sea correcta. Se comparan tres sectores importantes y diferentes dentro de la franquicia como son el sector de belleza y cosmética, el sector de confección, moda y complementos y el sector de hostelería y restauración. Se utiliza la metodología de Análisis Conjunto para analizar las preferencias de los franquiciadores sobre el perfil del franquiciado.

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    Bibliographic Info

    Article provided by Estudios de Economía Aplicada in its journal Estudios de Economía Aplicada.

    Volume (Year): 24 (2006)
    Issue (Month): (Diciembre)
    Pages: 979-1012

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    Handle: RePEc:lrk:eeaart:24_3_13

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    Related research

    Keywords: Conjoint Analysis; Franchising; Profile; Preferences/Análisis conjunto; Franquicia; Perfil; Preferencias.;

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    1. Mariti, P & Smiley, R H, 1983. "Co-Operative Agreements and the Organization of Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 31(4), pages 437-51, June.
    2. Parkhe, Arvind, 1998. "Building trust in international alliances," Journal of World Business, Elsevier, vol. 33(4), pages 417-437, January.
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